
Your needs may range from one important question to an ongoing financial-planning and investment-management relationship. We offer several ways to work together:
Each engagement begins with a clearly defined scope of services and a transparent explanation of the applicable fees.
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Our role is to help you see the bigger picture, uncover what you may not see on your own and create a financial strategy that supports the life you want to live.
Because at the heart of financial planning is not simply a portfolio or a number on a statement.
It is your life.
Our pricing reflects two distinct but complementary services:
When combined, these services create an integrated wealth management relationship.
The most appropriate arrangement depends on the type of guidance you need and how frequently you would like to work together. We will help you determine which option best fits your circumstances without requiring you to select services you do not need.
Financial-planning fees are separate from fees associated with investment-management services. If you engage us for both services (wealth management), all applicable advisory, planning, program and investment-related expenses will be explained before you enter into an agreement.
Qualified clients who engage us for both investment management and financial planning (a wealth management relationship) may receive preferred pricing on ongoing financial planning subscriptions based on the scope and complexity of their needs.
Qualified clients who maintain $1 million or more in assets under management with our firm, may receive certain financial planning services as part of their advisory relationship or at a reduced fee, depending on the scope and complexity of their planning needs.


A collaborative, holistic process that brings the pieces of your financial life together, identifies opportunities and potential gaps, and creates a clear action plan aligned with your goals
Financial Areas of Focus
Project-Based Financial Planning
Ongoing Subscription Levels
Ongoing Financial-Planning Services Include

Management and monitoring of your investment account(s)
Advisory
Advisory accounts provide ongoing investment advice and portfolio management based on your goals, risk tolerance, and agreed-upon strategy. Fees are generally stated as an annual percentage of the account value and billed quarterly.
Advisory Services May Include
Brokerage
Brokerage accounts allow clients to purchase and sell investments through a licensed broker-dealer. Services are generally transaction-based, and fees or commissions may apply when investments are purchased or sold. Unlike advisory accounts, brokerage accounts generally do not include ongoing monitoring unless otherwise agreed.

Financial planning and investment management working together
For clients who engage us for both services, financial planning provides direction while investment management helps align the portfolio with their goals.
Investment-management fees are generally stated as an annual percentage of the account value and billed quarterly. For clients with $1 million or more in assets managed through our firm, financial-planning fees may be reduced or included, depending on the scope of planning required.
Wealth-Management Services May Include
Advisory Accounts
Investment-advisory services generally include portfolio construction, implementation, monitoring, rebalancing, and ongoing investment advice.
Our standard investment-advisory fees are as follows:

Fees are generally stated as an annual percentage of the account value and billed quarterly. Depending on the investment program and strategies selected, additional LPL platform, program, strategist, investment-manager, or other third-party expenses may apply. Investments may also have their own internal expenses.
All applicable fees and expenses will be explained and disclosed before an account is established.
Financial planning is offered under a separate fee structure based on the scope and complexity of the engagement. For qualified clients with $1 million or more in assets managed through our firm, financial-planning fees may be reduced or included, depending on the scope of planning required.
Brokerage Accounts
Brokerage services generally include investment recommendations and the execution of purchases and sales at the client’s direction. Unlike advisory accounts, brokerage accounts generally do not include ongoing portfolio management or monitoring unless otherwise agreed.
Brokerage costs are generally transaction-based and may include commissions, sales charges, markups or markdowns, account or service fees, and compensation associated with certain investment products. Investments may also have their own internal expenses.
All applicable fees and expenses will be explained and disclosed before an investment is purchased or an account is established.
Financial planning is offered under a separate fee structure based on the scope and complexity of the engagement.
Financial planning should reflect your needs—not require you to fit into a one-size-fits-all arrangement. Some clients need guidance on a single decision, while others benefit from a comprehensive financial plan or an ongoing planning relationship.
To provide that flexibility, financial-planning services may be offered at an hourly rate, for a fixed project fee based on complexity, or through an ongoing subscription package. Before beginning any work, we will define the scope of the engagement, explain what is included and provide the applicable fee in writing.
For qualified clients with $1 million or more in assets under management with our firm, certain financial planning services may be included as part of the advisory relationship or offered at a reduced fee, depending on the scope and complexity of the planning services provided.
Hourly consultation may be appropriate when you have a specific question or need focused guidance without committing to a comprehensive engagement. Examples may include:
Hourly financial planning: $350 per hour, with a two-hour minimum engagement.
A project-based engagement provides a defined analysis or financial plan for a fixed fee. The cost is based on the scope and complexity of your circumstances, the subjects being evaluated and the level of analysis required.
Before the engagement begins, you will receive a written description of the services, deliverables and total fee.
Project-based financial planning generally ranges from $1,500 to $7,500, depending on the scope and complexity of the engagement. Highly complex engagements involving business ownership, multiple retirement-income sources, equity compensation, estate-planning coordination or multigenerational wealth may require a customized fee.
Subscription planning is designed for clients who want an ongoing relationship rather than a one-time financial plan. It provides continued guidance as your circumstances, priorities and financial decisions evolve.
Depending on the package selected, your subscription may include regular planning meetings, updates to your financial projections, access to planning tools, ongoing support and coordination with your other professional advisors.
For your convenience, monthly subscription fees will be automatically deducted by LPL Financial from your designated account, as authorized in your financial-planning agreement.
Qualified clients who also work with us for investment management may be eligible for preferred subscription pricing. Additional financial planning fee considerations may apply to clients with $1 million or more in assets under management, as described above.

Financial Foundations: $125/month
Comprehensive Planning: $250/month
Retirement & Legacy: $400/month
Financial Foundations: $75/month
Comprehensive Planning: $125/month
Retirement & Legacy: $200/month
Best for clients who want organization, direction and accountability.
Financial Foundations
Planning-only client:
Investment-management client:
For your convenience, monthly subscription fees will be automatically deducted by LPL Financial from your designated account, as authorized in your financial-planning agreement.
Best for professionals and families who want coordinated guidance across multiple areas. Includes Financial Foundations, plus:
Comprehensive Planning
Planning-only client:
Investment-management client:
For your convenience, monthly subscription fees will be automatically deducted by LPL Financial from your designated account, as authorized in your financial-planning agreement.
Best for clients approaching retirement, already retired or managing more complex wealth. Includes the preceding services, plus:
Retirement & Legacy
Planning-only client:
Investment-management client:
For your convenience, monthly subscription fees will be automatically deducted by LPL Financial from your designated account, as authorized in your financial-planning agreement.
Adult children of current clients may receive a 10% reduction on eligible monthly subscription financial-planning services. The parent must be a current client when the adult child begins the engagement, and the reduction will remain available for as long as the parent remains a client.
This reduction cannot be combined with other discounts; when more than one reduction is available, we will apply whichever is greater. Clients who choose annual payment will instead receive the applicable annual-payment reduction.
1. Financial Foundations
Planning-only client:
Investment-management client:
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2. Comprehensive Planning
Planning-only client:
Investment-management client:
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3. Retirement & Legacy
Planning-only client:
Investment-management client:
Eligibility is not conditional upon the parent providing a referral or transferring additional assets to our firm.
For your convenience, monthly subscription fees will be automatically deducted by LPL Financial from your designated account, as authorized in your financial-planning agreement.

Tell us what prompted you to reach out and what you would like help accomplishing.
We identify the services and working arrangement that best fit your needs.
We bring the relevant pieces of your financial life together and evaluate your options.
You receive understandable recommendations, priorities and next steps.
For ongoing clients, we revisit the plan as circumstances, goals and laws change.
Rurup Wealth Management, Inc. 910 15th Street, San Diego, CA 92154 Office: 619-759-6496 (voice & text) *Text messaging is available through MyRepChat, an LPL Financial-approved messaging platform. Fax: 619-566-3686 lili@rurupwealthmanagement.com
Liliana Rurup, MBA, CFP®, State of Domicile: CA , 910 15th Street, San Diego, CA 92154
CA Insurance Lic# 0L91516
LPL Financial Insurance Lic# 0518721
LPLIA Lic# 0B91442
CFP® Certification and Background Check
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The content is developed from sources believed to be providing accurate information. The information in this material is not intended as tax or legal advice. Please consult legal or tax professionals for specific information regarding your individual situation. The opinions expressed and material provided are for general information, and should not be considered a solicitation for the purchase or sale of any security.
Liliana Rurup is a registered representative with, and securities and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC. LPL Financial and Rurup Wealth Management, Inc. are separate entities.
The LPL Financial registered representatives associated with this website may discuss and/or transact business only with residents of the states in which they are properly registered or licensed. No offers may be made or accepted from any resident of any other state.
Model Wealth Portfolios (MWP) are offered through LPL Financial, a registered investment advisor. There is no assurance that Model Wealth Portfolio accounts are suitable for all investors or will yield positive outcomes. The purchase of certain securities may be required to affect some of the strategies. Investing involves risks including possible loss of principal.
*Text messaging is available through MyRepChat, an LPL Financial-approved messaging platform. Information obtained as part of SMS consent will not be shared with third parties or affiliates. If you have consented to receive text messages from Rurup Wealth Management, Inc., you may receive texts regarding your account, transaction alerts, or important updates related to our services. Message rates may apply, and messaging frequency may vary. You may opt out at any time by texting STOP.
Rurup Wealth Management, Inc. cannot act upon, and will not accept, any time-sensitive electronic messages, such as transaction orders and fund transfer instructions. Also, for your protection, please do not send any identifying information, such as account numbers or social security numbers, through the internet.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization’s initial and ongoing certification requirements to use the certification marks.